Keep and attract new audiences by understanding their views on your content
Media owners need to continually evaluate how content is received by different audiences across all their channels. GfK’s Content Appreciation tool enables clients such as the BBC in the UK and NPO in the Netherlands to do just that. It hosts daily questionnaires on each program on all channels and reports the findings 48 hours after broadcast.
Our representative panel of viewers completes a short online questionnaire each day, with a new questionnaire available every 24 hours. In addition to answering a set of standardized questions for each program they’ve seen, panelists provide responses to a range of in-depth questions that can differ by channel, genre and program to provide rich verbatims. We can also ask content-specific questions to rate the guests in a talk show, for instance, and end with non-program related questions. The reporting is available in the early morning two days after broadcast, and ranges from sophisticated data analysis to a simple list of the highest-appreciated programs.
Understand what engages the audiences of today—and tomorrow
To retain existing audiences and attract new ones, it is not enough for media owners to only understand ratings. It’s vital to understand what engages viewers to know how to improve content and what content to acquire. With GfK’s Content Appreciation tool, broadcasters know not only what content is selling today, but also what the audiences of tomorrow will want to watch. They can:
Know what motivates and dissuades people from watching
Determine if a catchy promo triggers viewing
Evaluate the impact of a particular presenter, guest, or actor across audience segments
Delivering the industry gold standard in media measurement
With over 50 years’ experience in media measurement, we have the expertise to report traditional average or issue specific readership through surveys as well digital media consumption through passive technologies; and evaluate or fuse the two together to present a complete picture of total deduplicated readership.
Our approach is flexible, allowing us to adapt to the individual needs of the different countries we cover. In key markets, we connect these data to actual purchase behavior. It allows advertisers and their agencies hone their audience targeting to deliver maximum return on investment from media spent.
Our Content Appreciation Solution complements our media measurement platform, which serves as the industry gold standard for audience measurement.
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In a new December 9th webinar drawing on 25 years of trusted insights, Stacy Bereck and Eric Wagatha of GfK Consumer Life will share lessons learned from 2020 and identify key consumer trends essential to brand success in 2022.